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Adidas has started an interactive campaign called “Me, Myself” to support the launch of their new women’s apparel website. The brand with the three stripes is hosting an enter-to-win promotion encouraging women to share their real stories about training struggle and successes. Three entrants whose inspiring stories receive the most votes will star in the new women’s ‘Me, Myself’ campaign alongside Adidas basketball star Candace Parker. Winners of the competition will be in a professional photo shot with Candace and images from the shoot will be used in “Me, Myself” in-store and online creative.
Here is why I believe this campaign will be successful:
- Women will be sharing personal stories, helping the brand to build a community by connecting women to each other through real life stories. This campaign is based on emotion and passion, two specific features in sports (cf my previous blog post ” The importance of emotion & passion in Sports and its Marketing implications“).
- Candace Parker is a perfect partner for this campaign, as she is a role model to millions of femal-athletes around the world. She inspires women and celebrates individuality, confidence and motivation, values contemporary associated with success.
- Adidas use of multiple channels to reach consumers (online and in-store) will ensure that a maxium consumers are reached.
- The voting system engages their consumers and websites visitors. Moreover, Adidas has made this campaign viral by allowing participants to invite friends and family to vote for them via an online widget compatible with Facebook and other networking sites.
